Operationalising Transcreation in Migrant Health Communication: Evidence, Practice and Guidelines
This webinar explores transcreation as a practical and equity-oriented approach to health communication with migrant populations, with a particular focus on contexts involving languages of lesser diffusion. Starting from the Spanish migration and healthcare context, the presentation outlines the communicative barriers migrants face when accessing health information and situates transcreation within Translation and Interpreting Studies, tracing its expansion from marketing to the field of health communication.
The presentation then introduces the research design of a doctoral project based on five interconnected studies, focusing in particular on three components: an integrative review of the literature that leads to an operational definition of healthcare transcreation and the identification of key stages and agents; a corpus compilation and multimodal analysis of multilingual health information materials produced by NGOs in Spain; and a pilot experience of collaborative transcreation carried out in a public health centre with intercultural mediators working in Moroccan Arabic (Darija).
Drawing on the results of these studies, the presentation introduces a set of flexible transcreation guidelines structured around three stages (pre-transcreation, transcreation and post-transcreation) and three analytical dimensions (linguistic, visual and structural-design). The guidelines also outline recommended roles and forms of collaboration among translators, healthcare professionals, NGOs, cultural mediators and members of migrant communities. Conceived as a practical and adaptable tool, the proposed guidelines aim to support more participatory, culturally sensitive and equitable health communication practices in contexts involving migrant populations.
Register for the webinar using the link here.
*Bionote: María Jiménez Castro (she/her) holds a PhD in Translation and Interpreting from the University of Granada (Spain). Her research focuses on public service translation and interpreting, transcreation, and intercultural mediation, with particular attention to health communication in migration contexts and languages of lesser diffusion. She is a member of the HUM-466 Research Group Scientific Information: Access and Evaluation and has participated in several R&D&I projects funded by the Andalusia FEDER Operational Programme and the Spanish State Programme for the Promotion of Scientific and Technical Research and Innovation. She has also co-led internal research projects at the University of Granada funded by the Vice-Rectorates for Equality, Inclusion and Sustainability, and for Research and Knowledge Transfer. In parallel to her academic work, she is the president of Elín, an association based in Ceuta (Spain) that works to defend the rights of migrant populations at the southern border of Europe.